Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Penumpang Kapal Laut Km. Zakira 3 Pada PT. Zakira Karya Bersama

Rama, Megat Sri (2021) Pengaruh Bauran Pemasaran Jasa Terhadap Kepuasan Penumpang Kapal Laut Km. Zakira 3 Pada PT. Zakira Karya Bersama. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE EFFECT OF SERVICE MARKETING MIX ON PASSENGER SATISFACTION ON SEA SHIP KM. ZAKIRA 3 AT PT. ZAKIRA KARYA BERSAMA By: MEGAT SRI RAMA NPM 175210511 This research aims to determine the effect of the service marketing mix on passenger satisfaction of sea ship KM. Zakira 3 at PT. Zakira Karya Bersama. The population in this study were passengers who boarded the sea ship KM. Zakira 3 with the aim of departure to Tanjung Balai Karimun. The sampling technique used purposive sampling method and sampling using the hair formula with a total sample of 85 respondents. Types and sources of data using primary and secondary data. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression test, f test, t test and determination (R2). The results of this research method indicate that: (1) Partial testing of the service marketing mix which includes products, processes, and physical evidence has a positive and significant effect, while the promotion and people variables have a negative influence on the passengers satisfaction of sea ship KM. Zakira 3 at PT. Zakira Karya Bersama (2) Simultaneous testing The service marketing mix which includes products, promotions, process people, and physical evidence together has a positive and significant effect on the passengers satisfaction of sea ship KM. Zakira 3, while the relationship between variables obtained the value of the coefficient of determination (R2) of 0.419 or 41.9% and the rest is influenced by other variables not included in this study.

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